個案資料
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Constructing a Base-of-the-Pyramid Business in a Multinational Corporation: CEMEX's Patrimonio Hoy Looks to Grow
內容大綱
This case continues the story from the revised 2006 case study "CEMEX's Patrimonio Hoy: At the Tipping Point?" This case describes CEMEX's Patrimonio Hoy in 2012, which is a startup initiative designed to help low-income customers construct their own homes. Israel Moreno, Director of Patrimonio Hoy, must present his recommendations to CEMEX's top management that outline a growth strategy for the initiative and its expansion into new markets.